Cognitive And Affective Antecedents Of Brand Citizenship Behavior
With brand consistent employee behavior like brand citizenship behavior (BCB) being the coveted outcome of internal brand management (IBM) mostly affective antecedents like brand commitment and brand Read More »
Author: Rico Piehler, Ceridwyn King, Christoph Burmann
Contributor: eb™ Research Team
Three Consequential Aspects Of Internal Branding: Exploratory Research
The purpose of the paper is to unify three consequential aspects of internal branding and provide research propositions by using exploratory research. Defined as a process that enables to deliver Read More »
Author: Maja Konecnik Ruzzier, Katja Terglav, Robert Kase
Contributor: eb™ Research Team
Evoking Imagery Through Advertising On A Smartphone
The present research examines mental imagery elicited by advertising in the mobile medium. Using a factorial experimental design, we examine the influence of the type of message –SMS vs. MMS– and Read More »
Branded Apps: Explaining The Effects Of App Use On Brand Equity
The aim was to examine a) whether interacting (vs not interacting) with branded apps influences consumer’s cognitive and affective brand equity, (b) which type of branded app (i.e., informational Read More »
Author: Guda Van Noort, Eva A. Van Reijmersdal, Susan Hoogendoorn
Contributor: eb™ Research Team
The Influence Of E-WOM Characteristics On Online Repurchase Intention: The Mediating Role Of Trust
With the expansion of Internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. This study explores the characteristics of Read More »
The Moderating Role Of Perceived Relationship Investment On The Dynamics Of Identification,
The recent expansion of new technologies offers many opportunities for brand building. This paper adds to the extant literature by investigating the determinants of the success of brand social Read More »
Experiments With Crossed Effects In Marketing Communication Research: What Do The Experimental
Experimental designs often are analyzed using a Repeated Measures ANOVA. Yet, this method does not suffice to describe all variance in a crossed effects experiment. Responses are generated from the Read More »
Eliciting Attribute-Based Preferences From Scarce Big Datasets
The ability to estimate attribute-based preferences of individual customers is crucial for a wide variety of marketing tasks. However, the scarcity of Big Data arrays prohibits such estimation in Read More »
Visualizing Asymmetric Competition Among Over 1,000 Products Using Big Search Data
Understanding competition is essential for every firm. Unfortunately, information on who competes with whom is scarce. Traditional research approaches such as surveys and panels are time consuming, Read More »
Patterns Of In-Media Consumption Behavior: The Case Of Online Magazines
In a world of declining subscription bases, magazine publishers are focusing on content to retain customers. we examine one aspect of content in the context of online subscription magazines, namely Read More »